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SBJ/October 24-30, 2011/Franchises
Penguins move their TV programming to website
Published October 24, 2011, Page 33
The Pittsburgh Penguins have shifted their original television programming from local broadcast partner Root Sports Pittsburgh onto a team-owned website called Pens TV.
Based on team research — which says Penguins fans skew higher in online usage than regular Pittsburgh residents — team officials believe the move will improve viewership and advertising revenue.
For the last six seasons, the team produced a 30-minute magazine recap show on Root Sports called “Inside Penguins Hockey,” which aired on Saturdays at 10:30 p.m. David Peart, Penguins senior vice president of sales and service, said the show did not generate major local ratings.
“Even on a Saturday night the show would do a 1 or 1.5, and our advertisers weren’t able to realize the impact of the exposure because of the ratings,” Peart said. “We were putting a lot of time and energy into it.”
In April, the Penguins renewed their local broadcast agreement with Root Sports through the 2028-29 season. Peart said the agreement did not affect the decision to discontinue “Inside Penguins Hockey.” A Root Sports spokesperson said the company supports the Penguins’ Web initiative. Root Sports currently produces a pregame and postgame show for Penguins games.
Peart said Pens TV will enable the team to increase its total programming of 30-40 hours to nearly 100 hours this year. He said the website also allows more partners to become involved. The new programming will revolve around shorter four-minute vignettes. On game days, Pens TV will feature a regular pregame show sponsored by Verizon, and on non-game days during the season, the website will air a scouting report sponsored by Trib Total Media.
The channel also will feature a “Plays of the Week” show sponsored by Dick’s Sporting Goods, a historical highlight show sponsored by Consol Energy, a player spotlight show sponsored by the University of Pittsburgh Medical Center, and a weekly interview with broadcaster Mike Lange.
The shows will be produced in a new studio the team built at Consol Energy Center. Peart declined to discuss revenue numbers. A source familiar with the team believes the website can generate seven figures in advertising revenue annually.
“We think this will complement [Root Sports] programming,” Peart said. “We see a lot of potential to elevate the brand.”
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Based on team research — which says Penguins fans skew higher in online usage than regular Pittsburgh residents — team officials believe the move will improve viewership and advertising revenue.
For the last six seasons, the team produced a 30-minute magazine recap show on Root Sports called “Inside Penguins Hockey,” which aired on Saturdays at 10:30 p.m. David Peart, Penguins senior vice president of sales and service, said the show did not generate major local ratings.
“Even on a Saturday night the show would do a 1 or 1.5, and our advertisers weren’t able to realize the impact of the exposure because of the ratings,” Peart said. “We were putting a lot of time and energy into it.”
In April, the Penguins renewed their local broadcast agreement with Root Sports through the 2028-29 season. Peart said the agreement did not affect the decision to discontinue “Inside Penguins Hockey.” A Root Sports spokesperson said the company supports the Penguins’ Web initiative. Root Sports currently produces a pregame and postgame show for Penguins games.
Peart said Pens TV will enable the team to increase its total programming of 30-40 hours to nearly 100 hours this year. He said the website also allows more partners to become involved. The new programming will revolve around shorter four-minute vignettes. On game days, Pens TV will feature a regular pregame show sponsored by Verizon, and on non-game days during the season, the website will air a scouting report sponsored by Trib Total Media.
The channel also will feature a “Plays of the Week” show sponsored by Dick’s Sporting Goods, a historical highlight show sponsored by Consol Energy, a player spotlight show sponsored by the University of Pittsburgh Medical Center, and a weekly interview with broadcaster Mike Lange.
The shows will be produced in a new studio the team built at Consol Energy Center. Peart declined to discuss revenue numbers. A source familiar with the team believes the website can generate seven figures in advertising revenue annually.
“We think this will complement [Root Sports] programming,” Peart said. “We see a lot of potential to elevate the brand.”
